martial arts - judo nsw · 2019-05-11 · 4 martial arts (adults 15+) snapshot information on this...

Martial artsState of Play Report

Driving Participation & Engagement

April 2019

2

About this Report

The State of Play Report has been

designed to deliver a single sport

snapshot, to help identify trends and

opportunities to maximise

participation and engagement.

AusPlay Data

The nationwide AusPlay survey has

been running since October 2015,

using Computer Assisted Telephone

Interviewing (CATI).

The core aim of AusPlay data is to

provide accurate and reliable

information on trends in participation

and physical activities among

Australian residents, including

Children Aged Under 15 and Adults

15+.

Annually, a total of about 20,000

interviews are conducted with Adults

Aged 15+ and about 3,500

interviews with parents/guardians of

Children Under 15.

AusPlay is carried out in compliance

with ISO 20252 and membership

requirements for the Association of

Market and Social Research

Organisations (AMSRO) and the

Australian Market and Social

Research Society (AMSRS).

Data within this report

This report contains data collected

from January 2016 to December

2018.

Data within this report has been

prepared by Sport Australia and may

vary from other published AusPlay

data due to differences in definitions

and/or data classifications.

3

Overall Participation

The annual population estimate for Adults 15+ participating in Martial arts was 248,351 (or 1.2% of the Adult 15+ population).

Adult participation was slightly skewed towards females (136,998 or 1.3% of the female population), with women accounting for 55% of participation. It is, however, one of the more gender balanced sports/physical activities.

A very high proportion of Adult 15+ Martial arts participation was organised (85%).

Peak participation rates paint an interesting picture. Even though Children’s participation in Martial arts was low and the subsequent sample did not allow for detailed analysis, participation for males peaked at 9-11 years of age and then decreased with age. Females, on the other hand, were not as active in organised Martial arts during childhood, but participation increased at 55-64 and especially 65+ years of age.

Frequency & Duration

Adults 15+ who participated in Martial arts had a median frequency of 65 sessions per annum (slightly more than once per week) and the median session duration was 60 minutes.

Sport Most Strongly Associated With (loyalty)

While slightly more women participated in Martial arts than men, males were more likely to be loyal to it. Twice as many men than women

(119,091 or 1.2% of the male population compared to 60,024 or 0.6% of the female population) considered Martial arts the sport they most strongly associate with.

Spend

A total of $87+ million per annum was spent on Adult 15+ Martial arts participation. Median annual spend was $260 per Adult participant.

Motivations for Participation (Adults 15+)

The dominant motivation to participate in Martial arts was ‘Physical health/fitness’ (68%), followed by ‘Fun/enjoyment’ (31%), ‘Psychological/mental health/therapy’ (21%, this motivator being more prevalent among middle aged and older Adults) and ‘Social reasons’ (16%).

Reasons For Dropping Out of Participation

The dominant reason for dropping out of Martial arts participation was ‘Not enough time/too many other commitments’ (39%).

Growth & Opportunities

Net growth market opportunity is very healthy (49% potential increase) and there was interest in Martial arts at most stages of life, including a substantial number of older Adults aged 65+ who are considering taking it up.

Martial arts: State of Play Report

Key Take Outs

4

Martial arts (Adults 15+)

Snapshot

Information on this page provides a snapshot of the Adult

15+ population, at total national level and by gender.

Participation figures are shown as total volume among the

Adult 15+ population and the % who have participated.

This provides a read on participation levels, along with the

market size when it comes to sports wear and apparel.

Engagement & Participation Total Male Female

Is Most Strongly Associated Sport (%) 0.9% 1.2% 0.6%

Is Most Strongly Associated Sport (People) 179,114 119,091 60,024

Participation (%) 1.2% 1.1% 1.3%

Participation (People) 248,351 111,353 136,998

Average Frequency Per Annum 104 131 82

Conversion to Organised & Club Total Male Female

Participation (People) 248,351 111,353 136,998

Organised Participation (People) 210,150 91,466 118,684

Conversion to organised (%) 85% 82% 87%

Club Participation (People) 36,135 22,370 13,764

Conversion to club – from Overall Participation (%) 15% 20% 10%

Conversion to club – from Organised Participation (%) 17% 24% 12%

AusPlay data, Adult and Martial arts Participant Population 15+: January 2016 to December

2018 Adult 15+ n=61,579; Martial arts Participants 15+ n=827

5


Snapshot by State


15+ population, at total national level and by state.


Adult 15+ population in each state and the % who have

participated.

This provides a snapshot to help identify state level

strengths and weaknesses.

Engagement & Participation Total NSW VIC QLD SA

Is Most Strongly Associated Sport (%) 0.9% 0.9% 0.8% 1.0% 0.7%

Is Most Strongly Associated Sport (People) 179,114 58,126 41,220 41,002 10,137

Participation (%) 1.2% 1.3% 1.2% 1.3% 1.0%

Participation (People) 248,351 83,331 58,545 51,946 14,356

Average Frequency Per Annum 104 108 93 117 85

Conversion to Organised & Club Total NSW VIC QLD SA


Organised Participation (People) 210,150 71,726 48,093 45,034 13,262

Conversion to organised (%) 84.6% 86.1% 82.1% 86.7% 92.4%

Club Participation (People) 36,135 11,684 5,649 11,071 3,486

Conversion to club – from Overall Participation (%) 14.5% 14.0% 9.6% 21.3% 24.3%

Conversion to club – from Organised Participation (%) 17.2% 16.3% 11.7% 24.6% 26.3%



6


Snapshot by State


15+ population, at total national level and by state.


Adult 15+ population in each state and the % who have

participated.


strengths and weaknesses.

Engagement & Participation Total WA ACT NT TAS

Is Most Strongly Associated Sport (%) 0.9% 0.9% 1.3% 0.4% 0.9%

Is Most Strongly Associated Sport (People) 179,114 19,703 4,241 740 3,946

Participation (%) 1.2% 1.3% 1.5% 0.5% 1.2%


Average Frequency Per Annum 104 105 92 75 95

Conversion to Organised & Club Total WA ACT NT TAS


Organised Participation (People) 210,150 23,780 3,953 897 3,406

Conversion to organised (%) 84.6% 82.2% 78.6% 86.3% 65.6%

Club Participation (People) 36,135 3,273 741 0 231

Conversion to club – from Overall Participation (%) 14.5% 11.3% 14.7% 0.0% 4.4%

Conversion to club – from Organised Participation (%) 17.2% 13.8% 18.7% 0.0% 6.8%



7


Trends

Information on this page provides overall participation

and organised participation trends among the Adult 15+

population.

As more data becomes available in subsequent report

releases, time series data will be expanded.

This provides a read on participation trends to identify if a

sport is gaining or contracting when it comes to

participation metrics.

1.2% 1.3% 1.3%

0.6% 0.6%0.6%

0.0%

0.5%

1.0%

1.5%

2016 2017 2018

1+/year

4+/year

1+/month

1+/week

2+/week

Participation Trends

Conversion to Organised - Evolution

Loyalty among Participants - Trend

228255 263

183218 230

2444 40

0

100

200

300

2016 2017 2018

Tho

usa

nd

s

Overallparticipants

Organisedparticipants

Clubparticipants

87%

18%

228255 263

81 74 65

0

100

200

300

2016 2017 2018

Tho

usa

nd

s Overallparticipants

Loyalparticipants

25%

8

Martial arts

Participation by Life Stage

Information on this page provides a snapshot of

participation at national level, by age and by gender.

Figures are shown as the % of each age who have

participated.

This provides a read of peak participation rates by age, to

help identify opportunities to develop targeted initiatives

aimed at boosting participation among specific age and

gender groups.



AusPlay data, Children and Martial arts Participant Population 0-14: January 2016 to

December 2018 Children 0-14 n=10,285; Martial arts Participants 0-14 n=160

Participation by Life Stage - Organised

Participation by Life Stage - Club

0%

2%

2%

2% 2%

1%1%

1%1% 1%

2%

1%

2%

4%

2% 2%2%

1% 1%

1%

1%0%

0%

1%

1%2%

1%

1%1%

1% 1%

1%

3%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

0 - 4 5 - 8 9 - 11 12 - 14 15 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

Total

Male

Female

0%

0%

1%0%

0%

0%

0%0% 0%

0% 0%0%

0%

1%

0%

0%

1%

0%

0%0%

0%

0%

0%0% 0%

1%

0% 0%

0%

0% 0% 0%

0%

0%

1%

2%

0 - 4 5 - 8 9 - 11 12 - 14 15 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

Total

Male

Female

Adults 15+

9

Martial artsState of Play Report


Participation Levels


15+ population, at total national level and by gender.

Gender split shows the contribution each gender makes when

it comes to total participation. Participation levels are shown as

total volume among the Adult 15+ population and the % who

have participated.

This provides a snapshot to help identify the age and

gender groups that are driving current participation

volume, whilst also helping to identify potential growth

opportunities.



Participation Levels

Participation Levels by Age and Gender

Gender Split

2.8%

1.9%

1.1%1.3%

0.8%

0.9%0.5%

1.2%

0.7%

1.0%

0.8%

0.6%

1.3%

3.2%

15-17 18-24 25-34 35-44 45-54 55-64 65+

Total

Participation

Male

Participation

Female

Participation

% 1.2% 1.1% 1.3%

000’s 248.4 111.4 137.0

55%

45%

15-17

65+

Peak Participation by Age

Female

Male

10

11


Participation by Location


15+ population, based on state and geography.

Participation levels are shown as total volume among the Adult

15+ population and the % who have participated.


participation, as well as differences across metro, regional

and remote areas.

AusPlay data, Adult Population 15+: January 2016 to December 2018 Adult 15+ n=61,579

Participation Levels by State

Western

Australia

1.3%

28,915

Northern

Territory

0.5%

1,038

South Australia

1.0%

14,356

Queensland

1.3%

51,946

New South Wales

1.3%

83,331ACT

1.5%

5,031

Tasmania

1.2%

5,189

Victoria

1.2%

58,545

Total National

ParticipationMajor Cities

Inner & Outer

Regional

Remote & Very

Remote

% 1.2% 1.3% 1.2% 0.3%

000’s 248.4 180.8 59.9 1.0

4%

4%

5%

5%

5%

5%

7%

8%

8%

9%

14%

26%

Male 65+

Female 45-54

Male 55-64

Female 35-44

Male 45-54

Female 15-24

Female 25-34

Female 55-64

Male 25-34

Male 35-44

Male 15-24

Female 65+ CORE 15+

AUDIENCES

POTENTIAL GROWTH 15+

AUDIENCES FOR EXPLORATION OF

ALTERNATE SPORT FORMATS,

POSITIONING OR NEW PRODUCT

DEVELOPMENT

12


Player Profile


15+ population, based on age and gender, as well as

LOTE, People with Disability and Indigenous.

Share of Play by Gender and Age shows the contribution of

each group when it comes to overall participation.

This helps identify the specific age and gender groups

that are having the greatest impact on overall participation

levels, whilst also highlighting growth opportunities when

it comes to sport formats that extend beyond traditional

demographic audience needs.



Share of Play by Gender & Age

Participation Levels by Population Group

Age Split

Total National

Participation

LOTE (Speak

language other

than English at

home)

People with

DisabilityIndigenous

% 1.2% 0.9% 1.3% 1.5%

000’s 248.4 32.1 38.5 6.3

Player Profile by Gender and Age

15-17, 7%

18-24, 12%

25-34, 15%

35-44, 14%45-54,

9%

55-64, 13%

65+, 30%

13


Frequency & Duration


15+ Participant Population, in terms of frequency and

duration of participation.

Frequency of participation provides a read on how often

participation occurs. Duration provides a read of how long is

spent each time participation takes place.

This helps identify opportunities among the Participant

Population, in terms of initiatives aimed at boosting the

total number of sessions per year by increasing frequency

of participation.





100% 92%87% 80%

48%

28%15%

9% 5% 4%

0%

20%

40%

60%

80%

100% Average annual frequency

Median annual frequency

104

65

25.8MTotal number of

sessions per year0.6%

Share of all active sessions

(all activities)

5%

14%

48%

16%

15%

3%

Under 30 mins

30 mins - 59 mins

60 mins - 89 mins

90 mins - 119 mins

2hrs - less than 3hrs

3 hrs or more

Average duration

Median duration

107

60

4,902MTotal duration in

minutes (estimate)1.4%

Share of all active time

(all activities)

14


Participation


15+ Population in terms of participation and number of

times participated in the last 12 months.

Figures are shown by age and gender groups, with those in the

top right section being the most active on both measures.

This illustrates the participation profile across different

age and gender groups, to identify key opportunities at

age and gender level.



Total Participated (% Participation in Last 12 Months)

Participation & Frequency by Age

M15-17

M18-24

M25-34M35-44

M45-54

M55-64

M65+

F15-17

F18-24

F25-34

F35-44F45-54 F55-64

F65+

0

20

40

60

80

100

120

140

160

180

0.0% 1.0% 2.0% 3.0% 4.0%

Part

icip

ation F

requency (

Avera

ge #

of T

imes L

ast 12 M

onth

s)

15


Current Market Position


15+ Population, in terms of total participation, organised/

venue based participation and sports club participation.

Conversion figures show the conversion from one level to the

next.

This highlights opportunities to build on the total

participation base to drive increased organised/ venue

based participation and sports club participation.


Martial arts Association & Participation Levels

Total Participants

248,351

(1.2%)

Organised/ venue based Participants

210,150

(1.0%)

Sports clubParticipants

36,135

(0.2%)

Australians

who

associate

most with

the Sport

179,114(0.9%)

Leverage for

Sponsorship &

Community

Engagement

Conversion rate

85%

17%

16


Engagement


15+ Population in terms of participation and the % of the

Adult 15+ Population who have nominated this as the

sport they most strongly associate with.

Figures are shown by age and gender groups, with those in the

top right section being the most active on both measures.

This highlights opportunities to leverage demographic

groups that have a strong association with a sport and

those who participate.



Total Participated (% Participation in Last 12 Months)

Participation & Association by Age

Str

ongest A

ssocia

tion (

% w

ith this

sport

as their m

ost str

ongly

asso

cia

ted

Sp

ort

)

M15-17

M18-24

M25-34

M35-44

M45-54

M55-64

M65+ F15-17F18-24

F25-34

F35-44

F45-54

F55-64

F65+

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5%

Leverage for Spectator &

Community EngagementLeverage for Playing Advocates

Build deeper emotional connection

17


Spend Profile


15+ Population, in terms of paid participation.

Figures shown are based on annual spend.

Median and average annual spend figures illustrate the

incremental annual uplift in expenditure on participation

that can be attributed to each additional person who pays

to participate in this sport.

AusPlay data, Martial arts Participant 15+: January 2016 to December 2018 n=827

Martial arts Overall Spend Levels

Participation Spend by Gender Total Male Female

Paid to Participate (%) 70.4% 70.4% 70.4%

Paid to Participate (People) 174,844 78,385 96,459

Average annual spend per participant $557 $747 $410

Total national annual spend $87.7M $51.2M $36.4M

of participants

paid to

participate

70%

Club

$200

$638

0.6%

All

$260

$557

1.0%

Median annual spend

Average annual spend

Share of total spend

(Share of all activities

participated in)

Total expenditure on all participation

$87,689,371

Total expenditure on club participation

$16,818,763

18


Market Outlook & Opportunity


15+ Population in terms of market opportunity.

Figures shown represent volume of Adults 15+.

The gap between those considering this sport and those

at risk of dropping out/ have already dropped out

represents the net increase in total market opportunity.


Martial arts Market Opportunity

Participation in the last 12 months

248,351

Considering Martial arts

150,009

+

–

At Risk of Dropping Out Next 12 Months or Have

Already Dropped Out

27,506

=

Total Market Opportunity for Next 12 Months

370,853122,502 Increase (49% increase)

19


Market Outlook & Opportunity


15+ Population by gender and age in terms of market

opportunity.

Figures shown represent the volume of people and %’s.

This highlights the strongest opportunities by gender and

age, with the gap between those considering this sport

and those at risk of dropping out/ have already dropped

out representing the net increase in market opportunity

among each group.


Martial arts Market Opportunity by Gender & Age

TOTAL ♂ ♀ 15-24 25-44 45-64 65+

Participants – last 12 months (%) 1.2% 1.1% 1.3% 1.5% 1.0% 0.9% 1.9%

Participants – last 12 months

(People) 248,351 111,353 136,998 47,208 73,243 53,658 74,243

Considering Next 12 Months (%) 0.7% 0.7% 0.8% 1.0% 0.9% 0.6% 0.6%

Considering Next 12 Months (People) 150,009 69,550 80,458 32,378 61,861 34,462 21,308

At Risk of Dropping Out or

Have Already Dropped Out (%) 11.1% 10.1% 11.9% 18.6% 11.3% 12.4% 5.1%

At Risk of Dropping Out or

Have Already Dropped Out (People) 27,506 11,263 16,243 8,793 8,256 6,651 3,806

Net Gain/ Loss (People) 122,502 58,287 64,215 23,585 53,605 27,811 17,502

Projected (People) 370,853 169,641 201,212 70,793 126,848 81,468 91,744

Martial arts Market Opportunity by State

.0%

.5%

1.0%

1.5%

2.0%

2.5%NSW

VIC

QLD

SA

WA

ACT

NT

TAS

CurrentParticipation

ProjectedParticipation

This shows

market

opportunity

by state, on a

per capita

basis.

20


Motivations for Participation


15+ Population as well as by gender and age in terms of

motivations to participate.

Adult 15+ motivations are shown to the left and gender and

age specific motivations are shown to the right.

This highlights the dominant overall motivations as well

as similarities and differences at age and gender level.

When designing strategies, products or messaging to

engage with specific demographic groups, these should

be built around the core motivations of that audience.

AusPlay data, Martial arts Participant 15+: January 2016 to December 2018 n=827

Top 10 Motivations to Participate*

1st 2nd 3rd

15-17 Fun/ enjoymentPhysical health/

fitnessSocial reasons

18-24Physical health/

fitnessFun/ enjoyment Social reasons


fitnessFun/ enjoyment

Psychological/

mental

health/therapy



Psychological/

mental

health/therapy


fitness

Psychological/

mental

health/therapy

Fun/ enjoyment


fitness

Psychological/

mental

health/therapy

Fun/ enjoyment

65+Physical health/

fitness

Psychological/

mental

health/therapy

Social reasons

* Multiple response question

Adults 15+

68%

31%

21%

16%

6%

6%

5%

4%

4%

3%

Physical health orfitness

Fun/enjoyment

Psychological/mentalhealth/therapy

Social reasons

Physio/rehab/physicaltherapy/post op

Hobby

For training purposes

To learn a new skill

To lose weight/keepweight off/tone

Professional/Part of myjob

By Gender

By Age

1st 2nd 3rd

MalePhysical health/


Psychological/

mental

health/therapy

FemalePhysical health/


Psychological/

mental

health/therapy

21


Top 10 Reasons for Drop Out or Consideration

Information on this page provides a snapshot the top 10

reasons for dropping out as well as the top 10 reasons for

considering this sport.

Responses are multiple response, meaning more than one

reason can be given.

Identifying reasons for dropping out can play a role in

identifying opportunities for innovations in product

portfolio or alternate sport formats. Identifying reasons for

consideration can play a role in optimising messaging,

communications and advertising.

AusPlay data, Adult Martial arts Participants 15+, that are dropping out of participation in the

next 12 months: January 2016 to December 2018 n=60; Adult Population 15+: n=61,579;

* Multiple response question

Top 10 Reasons for Drop Out Top 10 Reasons for Consideration

39%

15%

13%

12%

9%

8%

6%

3%

3%

2%

Not enough time/toomany other

commitments

Not a priority any more

Don't like it

Poor health or injury

Not value formoney/not worth it

Fear of injury

Re-located/moved

Can’t afford it/can’t afford transport

Nobody to do it with

No opportunities/facilities/clubs in my

area

54%

21%

20%

11%

9%

6%

5%

4%

2%

2%

Physical health or fitness

Fun/enjoyment

Psychological/mentalhealth/therapy

To learn a new skill

Social reasons

Hobby

For training purposes

Physio/rehab/physicaltherapy/post op

Professional/Part of my job

To lose weight/keepweight off/tone

22

Where to from here?

More information about AusPlay, including the methodology summary, survey

questions, key terms and definitions, national tables etc., can be accessed via

Sport Australia’s Sport Market Insights on the Clearinghouse for Sport website

(with direct access through researchinsport.com.au). Please use your

Clearinghouse for Sport login for full access.

Any further questions about AusPlay (or queries for additional customised

reporting/further analysis of the dataset) can be directed to Sport Australia via:

[email protected].

http://researchinsport.com.au/

mailto:[email protected]

martial arts - judo nsw · 2019-05-11 · 4 martial arts (adults 15+) snapshot information on this...

Documents